Many companies make the mistake of simply putting their brochure online when they have a website created. After all, they already have all the information aimed at potential customers in printed form, so why not put it all online? The details are already in existence and have worked perfectly well so far, so why not just use the text on your website? Surely it’s the same thing, isn’t it? The truth is, you can’t simply put your brochures online, because writing for the internet is very different than writing for traditional printed materials, whether they are brochures, catalogues or even direct mail pieces. As I mentioned in the last issue of Words4TheWebwise, you only have seconds to grab and hold someone’s attention on the web, since people typically scan text very quickly. Website pages have to be created with the impatient reader in mind. The writing of website copy is a specialized area, since your site must provide all the relevant information, yet not get bogged down with too many details. Well-written, yet concise, text can also help improve your company’s ranking with search engines, which could make all the difference between success and failure. Featuring all the details from your brochures on your newly created web pages may simply encourage people to dismiss your company and its products in a matter of seconds, if your home page appears to be overloaded with text. Potential clients will always appreciate being able to locate what they are looking for quickly and easily. This they will be able to do if your pages are well written and organized properly, and that translates into good customer service.
Simon Rose – Author and Copywriter.
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